Advertising
Demand-Side Platform (DSP)
A demand-side platform is technology that allows advertisers to buy digital ad inventory automatically across multiple ad exchanges through a single interface. DSPs use algorithms and data to bid on impressions in real time, targeting specific audiences at optimal prices.
Examples
A brand uses a DSP to set up a programmatic campaign that bids on display inventory across hundreds of websites, targeting users who recently visited competitor sites.
Best Practices
Start with clear audience definitions and frequency caps, monitor bid prices across exchanges, and use the DSP's optimization algorithms while maintaining manual oversight of brand safety.